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已有对渠道关系的研究大多聚焦于如何建立、发展及维持现有的合作关系,而较少考虑企业如何运用控制机制抑制渠道成员的关系退出倾向。本文考察了合同与关系规范对关系退出倾向的直接及交互作用,并进一步探讨了竞争强度对这两种控制机制与关系退出倾向间关系的调节作用。实证研究表明:合同的包容性对渠道成员的关系退出倾向具有正向影响,合同的约束力对渠道成员的关系退出倾向无直接影响,而关系规范对渠道成员的关系退出倾向具有负向影响。同时,关系规范不会弱化合同的包容性对渠道成员关系退出倾向的正向影响,但会强化合同的约束力对渠道成员关系退出倾向的负向影响;竞争强度会强化合同的包容性和约束力对渠道成员关系退出倾向的影响,但对关系规范与渠道成员关系退出倾向间的关系并无显著的调节作用。本文的研究结论丰富了现有的有关渠道中关系退出和控制机制的研究,为渠道成员了解合作关系为何走向结束以及如何采取有效的控制机制来进行规避提供了指导。
Much of the research on channel relationships has focused on how to establish, develop and maintain existing cooperative relationships, and less on how to use control mechanisms to restrain the withdrawal of relationships among channel members. This article examines the direct and interactive effects of contract and relationship rules on the withdrawal of relationships and further explores the regulatory role of competition intensity in the relationship between the two control mechanisms and the relationship’s withdrawal. The empirical study shows that the inclusiveness of the contract has a positive effect on the withdrawal tendency of the members of the channel, and the binding force of the contract has no direct effect on the withdrawal tendency of the relationship of the channel members, while the relationship norms have a negative impact on the withdrawal of the relationship of the channel members. At the same time, the relationship norms will not weaken the inclusiveness of the contract on the channel members to withdraw from the positive trend, but will strengthen the binding of the contract on the relationship between the withdrawal of the channel members to reverse the negative impact; competitive intensity will strengthen the inclusiveness of the contract and constraints However, there is no significant adjustment on the relationship between the relationship norms and the withdrawal tendency of channel members. The conclusion of this paper enriches the existing research on the relationship exit and control mechanism in the channel, which provides guidance for the channel members to understand why the partnership relationship ends and how to take an effective control mechanism to avoid it.